Perhaps it’s the rash of daily reports about data breaches. Or the one-too-many compromises of protection of people’s passwords.

Whatever the cause, it appears that Americans are becoming increasingly interested in the use of biometrics to verify personal identity or to enable payments.

And the credit card industry has taken notice. Biometrics – the descriptive term for body measurements and calculations – is becoming more prevalent as a means to authenticate identity and enable proper access and control of accounts.

A recent survey of ~1,000 American adult consumers, conducted in Fall 2017 by AYTM Marketing Research for VISA, revealed that two-thirds of the respondents are now familiar with biometrics.

What’s more, for those who understand what biometrics entails, more than 85% of the survey’s respondents expressed interest in their use for identity authentication.

About half of the respondents think that adopting biometrics would be more secure than using PIN numbers or passwords. Even more significantly, ~70% think that biometrics would make authentication faster and easier – whether it be done via voice recognition or by fingerprint recognition.

Interestingly, the view that biometrics are “easier” than traditional methods appears to be the case despite the fact that fewer than one-third of the survey respondents use unique passwords for each of their accounts.

As a person who does use unique passwords for my various accounts – and who has the usual “challenges” managing so many different ones – I would have thought that people who use only a few passwords might find traditional methods of authentication relatively easy to manage. Despite this, the “new world” of biometrics seems like a good bet for many of these people.

That stated, it’s also true that people are understandably skittish about ID theft in general. To illustrate, about half of the respondents in the AYTM survey expressed concerns about the risk of a security breach of biometric data – in other words, that the very biometric information used to authenticate a person could be nabbed by others who could use it the data for nefarious purposes.

And lastly, a goodly percentage of “Doubting Thomases” question whether biometric authentication will work properly – or even if it does work, whether it might require multiple attempts to do so.

In other words, it may end up being “déjà vu all over again” with this topic …

In 2011, ~96% of Google’s revenues came from PPC advertising. In 2014, it’s ~97%.

But Google isn’t the only behemoth whose income is completely tied to advertising. Over at Facebook, ~93% of the company’s more than ~12 billion in revenues come from advertising as well.

Compared to Google, Facebook is a relative newcomer to the advertising game. But once it got in on the action, its growth was very robust.

In 2014 alone, Facebook’s advertising revenues were up 58% over the previous year.

But … there’s a bit of a problem. In a world where advertising revenues are tied to “eyeballs,“ Facebook’s user growth isn’t on the right trajectory. When the network has nearly 1.5 billion active users already, there’s not a lot of room for expansion.

This is reflected in Facebook’s Q4 year-over-year percentage growth stats as published by Mediassociates, a media planning and buying agency:

2009: ~260% year-over-year growth

2010: ~69% growth

2011: ~39% growth

2012: ~25% growth

2013: ~16% growth

2014: ~13% growth

One can easily imagine 2015’s growth figure dipping into the single digits, giving Facebook all the hallmarks of being a mature company in a maturing market.

But the always-enterprising folks at Facebook have had something up their sleeve which they’re rolling out to the market now: getting into the multi-billion credit-card payments business.

They’re starting small: introducing a “send-friends-money” functionality to Facebook’s Messenger app. But this rather innocuous addition hardly does justice to Facebook’s end-game strategy.

When you think about it, Facebook’s aims make a lot of sense. With nearly 1.5 billion active users around the world, Facebook’s accounts make PayPal’s ~162 million active accounts seem pretty paltry by comparison.

Without doubt, Facebook is also looking at the huge amount of business done by American Express and VISA; think of the billions of dollars those companies earn by charging merchants between 2% and 3.5% on the value of each credit-card transaction.

Facebook’s entry into the business can be facilitated neatly through its Messenger mobile app, making it just as easy (or easier) to pay for goods and services as with a credit card.

Considering that Facebook’s users with mobile phones are already spending time on the network an average of an hour per day, it’s pretty easy to see how people could make the transition from traditional credit and debit card payments to using their Facebook app for precisely the same purposes.

And Facebook could sweeten the pot by working with retailers and marketers to offer real cash loads that would likely juice participation even more – sort of a cash rebate in advance of the purchase rather than afterward.

So we shouldn’t think of Facebook’s new “send-friends-money” feature as a one-off function.

Instead, it’s just the tip of the iceberg. If I were a manager at VISA or AmEx, I’d be thinking long and hard about the real motivations – and real implications – of Facebook’s latest moves.